Creating a SWOT analysis
|Purpose : Pre crisis planning, decision making, strategy creation
Application: Business, personal and political fields
“Patterns of change”
SWOT analysis – basic matrix
>>>Method 1: Creating a SWOT analysis
Players: 2 to 12 | Duration: 30 – 120 minutes | Level: 2 (out of 5)
Last update: 10/6/2012
- Create a SWOT matrix with the sections: “Strengths”, “Weaknesses”, “Opportunities” and “Threats” on a large piece of paper. Download the basic matrix here.
- Select a subject that you would like to explore. Be sure to set objectives, such as: “What do we want to achieve?”. Create goals as S.M.A.R.T. as you can.
- Scan the external environment:
- Divide the group into teams of two or three people.
- Shuffle the STEEP cards and divide them among the teams. You might like to make a pre-selection of cards if you’re short on time.
- Start by scanning the external environment. Each team selects cards that might be “Opportunities” and/or “Threats”. Position the card in the corresponding section of the SWOT matrix. When positioning a card also address the current pattern of change. Write the pattern on a post-it note and stick it next to the corresponding card. It is possible that the same card, with a different pattern of change, can be an opportunity but also a threat.
- When all cards are positioned discuss, together as a group, if it is possible to cluster cards into more general drivers of change. You might like to add a large post-it note which describes the most abstract force (but be as specific as you can).
- Scan the internal environment:
- Redivide the group into new teams of two of three people.
- Each team identifies “Strengths” and “Weaknesses” for the subject and writes them on post-it notes and positions them on the paper.
- When all internal factors have been positioned discuss, together as a group, if it is possible to cluster cards into more general drivers of change. You might like to add a large post-it note which describes the most abstract force (but be as specific as you can).
- Prioritize identified factors per category (S-W-O-T) by making a list. Put the most important factor on top.
- So now you should have an overview of “Strengths”, “Weaknesses”, “Opportunities” and “Threats”. Develop and discuss possible new strategies to achieve the objective(s).
- During step 3: after you have positioned the STEEP cards add forces from the meso- (transactional) environment.
- Following step 6: analyze the output of the SWOT matrix further by using a confrontation matrix.